Introduction

Outcome expectancies are cardinal determinants of undertaking and continuing intentional activities. This study aimed to develop a questionnaire measure of shopping outcome expectancies and to understand their significance with respect to the risk of compulsive buying.

Material and methods

Based on literature studies and an open survey of 150 participants, 42 statements describing shopping outcome expectancies were developed. As a result, an experimental version of the Shopping Outcome Expectancies Questionnaire (SOEQ) was produced. The research was then conducted on a sample of 595 participants (68% women) aged from 18 to 84. Exploratory factor analysis was performed on data from 215 cases and confirmatory factor analysis on the remaining 380 cases.

Results

The final version of SOEQ was established consisting of 29 items, which measure six types of shopping outcome expectancies: 1) stimulation and relaxation, 2) escape from unpleasant sensations and improved well-being, 3) loss of control and deterioration of well-being, 4) satisfying own and other people’s needs, 5) improving self-esteem and increasing social prestige and 6) getting bargains. SOEQ has been found to have good reliability parameters.

Discussion

Women had significantly stronger outcome expectancies than men for stimulation and relaxation as well as escape from unpleasant sensations. It has been shown that the increased expectancies of the effects of buying, especially related to the loss of control, improvement of well-being and stimulation, accurately differentiated the risk of shopaholism. These three types of outcome expectancies were predictors of compulsive buying.

Conclusions

Outcome expectancies recognition is useful for explaining shopping behaviour and its functions for buyers, predicting compulsive buying risks as well as planning and evaluating preventive and therapeutic interventions.